Overview: Communication Strategy
Communications appears complex. But a good communication strategy shouldn't be.
I generally boil it all down to five simple, interrelated tables, defining:
- Who you’re trying to reach: your audiences, including their needs and information preferences
- What you’re trying to achieve with them: your business goals for each audience
- Why they should pay attention to you: starting with you Unique Value Proposition, craft an Elevator Pitch, and from that derive Editorial Messaging for each audience
- How you will get those messages to those audiences: an integrated, mutually supportive communications portfolio
- When you will monitor and optimise those activities: key metrics, analyses and optimisation processes.
There are many ways to go about this. My favourite option is to spend a few hours a week interviewing diverse members of your team and holding one or two workshops. That way we'll develop buy-in together along the way, and I'll be able to mentor your staff so that they can better implement the strategy.
Because the last thing you need is a Word document gathering dust on a shelf.
Need help? Get in touch.
Related services: Content strategy, Online strategy, Online community management, Social media strategy, Content creation and marketing, Online architecture, Innovation strategy, Digital transformation, Change and project management.
Relevant resources
mathewlowry.myhub.ai
EurActiv.com is opening one of its media innovations to other media interested in increasing competitiveness through translated syndication. (Update, 31/3/16: this project was covered, among many other things, in an interview with professional EU interpreter Alexander Drechsel in his podcast Demos ex machina? Multilingual communication with Mathew…
mathewlowry.myhub.ai
The afternoon session at Future Media Lab 2016 showed that while European media are warming to the idea of using advanced language technologies to share content across borders, their audiences are already well ahead of them.
mathewlowry.myhub.ai
With independent journalism increasingly looking like an endangered species, a EU communication strategy that helped European media build the European Public Sphere would be a smarter longterm move than propaganda and brochureware
mathewlowry.myhub.ai
An array of sophisticated language technologies could help ideas flow across EU borders, link national conversations together and support the EU Online Public Sphere - the demos the EU needs. But BloggingPortal is unlikely to feature them. [update (17/5/15): I finally decided to kick Medium's tyres by reposting this there, with less history. …
mathewlowry.myhub.ai
Original linkTonight I'll be toddling along to Grilling Kippers, a UKIP-focused anti-Eurosceptic campaign from deep within the Brussels Bubble.
Think
social media,
media,
eu,
factchecking,
publicsphere,
crowdsourcing,
multilingualism,
eurosceptics,
euractiv-com
mathewlowry.myhub.ai
Last Thursday I finally caught up with Eric Maurice of PressEurop, which recently had its plug pulled by the EC following their decision to cancel its renewal tender some weeks after publishing it.